Dollar sales of the leading baby formula (powder) brands of the U.S. 2016

Similac Advance, owned by Abbott Nutrition, was the top ranked baby formula (powder) brand in the United States in 2016, with sales amounting to approximately 818.9 million U.S. dollars. Enfamil Premium, owned by Mead Johnson, was its closest competitor in that year with sales of around 659.3 million U.S. dollars. Seven of the top ten brands were owned by either Abbott Nutrition or Mead Johnson, clearly showcasing the two companies’ dominance within the market.

What is baby milk formula?

Baby milk formula, also known as infant formula or simply formula, is produced to feed babies or infants under one year of age. Milk formula can come in two forms: powder and liquid. According to sales figures, powder is by far the most popular choice for American parents. Baby milk formula is the highest selling segment of the baby food market in the United States and is expected to retain the top spot into 2025, with forecast sales of around 2.3 billion U.S. dollars.

The competitive landscape

In 2016, Abbott Nutrition was the leading ready-to-drink baby formula vendor in the United States, controlling over two thirds of the market. Mead Johnson came in second place with a market share just over 30 percent. Just three percent of the market was controlled by other vendors, including private labels.